LatestSocial5 min read
Your brand doesn't need a TikTok. It needs a point of view.
Channels come and go. Brands that know what they think can show up anywhere without sounding like everyone else.
By Mei Tanaka
Insights
Field notes.
What we’re learning about attention, culture and growth — written by the people doing the work.
Latest5 notes
Creative4 min readThe three-second brief: writing for thumbs, not boardroomsIf your idea needs a deck to explain it, it won't survive the scroll. Here's how we pressure-test concepts before anything gets made.
Search6 min readSearch is a brand channel now. Act like it.AI answers, social search and zero-click results have changed the job. Ranking matters less than how you show up when you do.
Performance5 min readStop A/B testing button coloursSmall tests produce small learnings. Test ideas, offers and audiences instead — the things that can actually move the number.
Strategy7 min readHow to brief a creative agency (and get work you actually love)A good brief is short, specific and a little bit uncomfortable. Here's the one-page template we wish every client sent us.
Strategy6 min readMeasuring the unmeasurable: a practical guide to brand liftBrand work does pay back — you just have to plan how you'll see it. A simple framework for putting numbers on the fuzzy stuff.
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